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Consumers may be worried about Internet privacy, but targeted advertising is the least of them. In fact, only 4 percent were concerned about behavioral targeting, according to a Zogby Analytics poll commissioned by the Digital Advertising Alliance.
Among 1,000 adults polled over two days in early April, the biggest privacy concern was identity theft (39 percent), viruses and malware (33 percent), government surveillance (12 percent) and cyber bullying (4 percent).
The DAA conducted the study as part of its charter to preserve interest-based advertising and provide a counterpoint to other polls that found consumers mistrust how companies use their data.
"Some other studies have used emotional words.